YUMA, AZ - From a strategic venture further into the organics space to multiple leadership appointments to prime the company for future growth, Bard Valley Natural Delights® is taking tactical steps to amplify the date category for retailers and consumers alike. The supplier’s latest moves to bolster the category are part of a broader vision to redefine the consumer experience as a whole, Sales and Marketing Manager Bridgette Weber recently told me.

“Natural Delights is not just driving category growth—it’s redefining the way consumers experience dates,” she explained. “With a strong presence in both domestic and international markets, the brand is committed to expanding accessibility and education around the benefits of Medjool dates.”

According to Circana data for the 52 weeks ending 2/23/25, the date category—particularly organic Medjool dates—has seen a significant rise in consumer demand, with organic date sales growing at more than twice the rate of conventional dates +39 percent YOY. This momentum has been accelerated by increasing consumer interest in nutrient-dense, functional foods that support long-term wellness.

Trends such as gut health, clean eating, and plant-based snacking have drawn more consumers to the date category, as shoppers are currently seeking foods that are both natural and beneficial to overall health. Additionally, the demand for globally inspired flavors and healthy indulgence options has positioned dates as a go-to choice for mindful consumers.

“Natural Delights continues to lead the category by staying ahead of evolving taste and health trends. We have introduced innovative products like Mini Medjools and Medjool Date Strips with Tajín, which align with the growing demand for convenient, healthy indulgence, and globally inspired flavors,” Bridgette noted. “Furthermore, Natural Delights' commitment to organic farming and sustainability strengthens its appeal among health-conscious and environmentally aware consumers. The brand is also investing in research on its carbon footprint, reinforcing its position as a leader in responsible and sustainable food production.”

In addition to investments in sustainability and product development, Natural Delights also helps retailers capitalize on the momentum for organic dates with its innovative merchandising solutions.

“We offer a variety of merchandising solutions to help our partners drive sales, including mini and full-size pallet displays, merchandising bins, and banana display racks,” said Bridgette. “Our latest cross-merchandising program with California Walnuts has been especially successful, featuring co-branded display bins that highlight usage ideas and promote heart health supported by the American Heart Association’s Heart-Check mark on both products.”

Retailers can optimize these creative solutions and maximize sales by strategically merchandising Medjool dates in key sections of the store. As Bridgette advises, pairing dates with complementary products such as cheese, nut butters, and yogurt can encourage consumers to incorporate them into their daily snacking and meal routines.

“Highlighting dates in the produce aisle alongside fresh fruit or positioning them near baking ingredients also helps reinforce their versatility,” Bridgette continued. “Additionally, retailers can capitalize on the demand for functional foods by featuring Medjool dates in wellness-focused displays or promoting them as a natural energy source for active lifestyles.”

While opening up new channels of demand in the date sector, Natural Delights differentiates itself through its unwavering commitment to quality, innovation, and sustainability.

"With a focus on innovation, sustainability, and strategic merchandising, Natural Delights is not only expanding the Medjool date category but also helping retailers meet evolving consumer demands. By leveraging its trend-driven product lineup and in-store solutions, partners can drive incremental sales and enhance the shopper experience." Bridgette concluded.

As more opportunities to drive category demand come to light, ANUK will be here with the latest updates.